Successful conclusion of the Target Circular pilot program

Seven start-ups have recently completed an eight-week pilot programme , Target Circular . The pilot is part of an Interreg NPA project in collaboration with an international team from Ireland, Finland, Iceland , where Norinnova is the Norwegian partner . The aim has been to strengthen the companies' strategies and increase the chance for sustainable growth.  

Target Circular aims to increase the success rate of small and medium-sized enterprises (SMEs) in the High North by applying new research findings. The latest research shows that business developers can help increase the success of their clients by using a special decision-making method that the team calls 'Strategy Mapping'. In recent pilot projects with start-ups around the world, this approach has been shown to increase revenue, higher survival rates and more new hires. The pilot program conducted in Tromsø used this method to develop robust business models and clear strategies.

Over eight intensive weeks, the entrepreneurs have received guidance and tools from business developers at Norinnova, and not least a valuable community. It has been gratifying to see the high proportion of female entrepreneurs who have participated and excelled in the program: a full six of the seven participating companies had female entrepreneurs, all of whom report valuable learning and increased belief in their own ideas. We spoke to three of them to hear about their experiences.  

System and structure gave new direction and clearer goals for the Seafood Innovation Hub

Marit Rein and Christine K. Hansen from the Seafood Innovation Hub in Tromsø are working to establish a central player to promote sustainable, world-class seafood from the region. Through the program, they have received valuable help in structuring their ambitions. 

“ For me, it has been about getting all my thoughts down on  paper and then being able to structure the material. That way you get a good overview and see causal connections that you previously weren't aware of,”  says Christine .  

Marit particularly highlights a tool that has given them a new way of working: 

–  I liked going all the way forward and then working backwards, to understand how we were going to get there. We got all the ideas sorted out. 

Both emphasize the importance of having been challenged in their goals: 

– You get to test whether the goal you have set is the right one, we have had to change our goals a little along the way, says Christine. 

– I dare to think bigger in the short term 

Gabrielle Lie is the founder of Fêmea Management , an agency for female footballers. For her, participating in a community with other entrepreneurs in the same situation has been particularly valuable: 

–  It has been helpful to be part of this with other entrepreneurs who are going through the same thing as me.

The support from Norinnova has also been important for Gabrielle: 

– It helps that others believe in what I do. It's a sense of security to work with Norinnoa, who has a lot of experience in helping start-ups.

The program has also initiated important thought processes for the young entrepreneur, including around pitching the business idea. 

One of the biggest changes for Gabrielle is that she now dares to think bigger: 

–  A year ago I had set a goal of a 15 percent increase in player salaries per year, but have reached a 500 percent increase in three years. Now I dare to think bigger in the short term.   

–  It's useful to meet other entrepreneurs, especially female entrepreneurs! 

Kristin P. Mølmann is the founder of Arbeidsmiljølegen , and works to promote women's health in the workplace. She highlights the meeting with other entrepreneurs, especially women, as very positive: 

–  It has been useful to meet other entrepreneurs, especially female entrepreneurs! It has created many synergies. 

The program has given Kristin increased self-confidence to pursue her idea. 

– The business developers at Norinnova and the other entrepreneurs are cheering me on, it feels really good that someone has my back. 

She also emphasizes the importance of being seen and met as a human being in the process. 

Kristin says that she is now thinking bigger and more long-term, and has realized that she cannot do everything alone: 

– I thought I would do everything alone, but now I have understood that I need to get others on the team. 

Experiences from our business developers: – An educational and inspiring journey 

Ann Kristin Nilssen, Olle Kronvall and Line Kjelstrup are business developers at Norinnova, and have followed up on the companies in the pilot program. 

– For us business developers, it has been both exciting and rewarding to help develop and implement a new methodology together with startups, says Ann Kristin, department head for Startup & Growth at Norinnova.

Ann Kristin describes a learning journey, where we have seen how effectively the tools in Target Circular work : 

 – Both for planning milestones, developing strategy maps and for adjusting course along the way. The methodology is intuitive, flexible and provides quick value , says Ann Kristin. 

She explains that they have followed up the companies closely through 1:1 mentoring, and have become well acquainted with both the people and the ideas behind the companies. As a business developer, she finds it impressive to see how open and willing the participants have been to learn, and how willing they have been to challenge their own business model and work purposefully with development. 

We are left with great respect for the entrepreneurs – and a strong belief that this type of tool and methodology can play an important role in creating more viable and sustainable companies in the region.